Software Product Management by Hans-Bernd Kittlaus & Samuel A. Fricker

Author:Hans-Bernd Kittlaus & Samuel A. Fricker
Language: eng
Format: epub
Publisher: Springer Berlin Heidelberg, Berlin, Heidelberg

Speedboat

The speedboat situation is characterized by the presence of a first product that is aligned with market needs and that the product organization wants to grow. How to achieve that growth is unclear, however. The product manager has been working with a few enthusiastic or visionary customers and may not understand the needs and expectations of the large majority of pragmatic more conservative customers yet that represent the mainstream market [Moore14]. This re-alignment that some call “growth hacking” can be addressed by scaling up the Powerboat requirements engineering activities: to reach new customers, the product manager changes the positioning of the now growing product and thereby accepts significantly new requirements.

The speedboat situation calls for ideas for new product features and feedback from the market about how attractive they are. Requirements engineering techniques that are suitable for this situation are idea castings, market research, user groups, input from development, Hackathons, and “growth hacking.” These techniques are outlined in the next few paragraphs.

Ideas for how to evolve the product are one of the important inputs in the Speedboat situation. New features are needed that make the product attractive to customers that have not shown interest in the minimally viable product until to date. At the same time, many people have developed product expertise and should provide inputs and implementation of product changes depends on even more. An approach to harvesting ideas from these people are idea castings [GoFrPaKu10]. A casting follows the steps of spreading calls for ideas in the organization, inviting for meetings where employees to share their ideas with product management, and combining the ideas into a product concept with a strong business case . Such idea castings are especially effective when the successful idea owners are rewarded by becoming part of the product organization, for example with a leading position in product development.

To obtain inputs from the market side, market research and user groups play an important role.Market research, introduced earlier in this book, offers aggregated market analysis with feedback on product strengths and weaknesses and trends of how the markets and technology develop.

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